2022

NYX Marketing & Communication Awards (Marcom) Gold Winner Winner

Veterans Land Board Social Media Engagement

Entrant Company

Proscalar, LLC

Category

Social Media - Social Public Service & Activism

Client's Name

Texas Veterans Land Board

Country / Region

United States

Experience Level

Agency

Our team proactively works with the Texas Veterans Land Board marketing and communications team to plan events and schedule monthly campaigns. Working with the VLB, our team designed a social media calendar to personalize engagements and promote digital dialog across social media platforms. Creative development and messaging focused on two types of campaigns - Seasonal/Informational and Benefits campaigns. We defined seasonal / informational campaigns as high-interest campaigns used to drive interaction and strengthen the relationship of trust between the VLB and targeted audiences. Benefit campaigns highlighted reference stories of individuals who have benefited from the VLB services. Building upon the success of the Seasonal/Informational campaigns, we used the Benefit campaigns to move Veterans to take specific action such as signing up for the VLB newsletter or applying for VLB loans for land, homes, and home improvements. Results: These efforts have dramatically increased awareness of program benefits that are available to Veterans in Texas. The year long social media campaign reached the over 1.6 Million Veterans in Texas through the use of custom audiences and innovative targeting. Over 5.9 Million impression were delivered with over 679 thousand post or tweet engagements and over 4 Million video views across 141 different social media posts.

Credits

Communications Director / Texas Veterans Land Board
Karina Erickson
Communications Director / Texas Veterans Land Board
Stephen Chang
Media Producer / Texas Veterans Land Board
Chelsea Parler
Marketing Team Lead / Texas Veterans Land Board
Jimmy Smaragdis
Program Manager / Texas Veterans Land Board
Maddie Markham
Sr Deputy Director of Communications & Government Relations / Texas General Land Office
Hector Valle
Managing Partner / Proscalar, LLC
Stephen L. Smith
Client Project Manager / Proscalar, LLC
D'Ann Dodson
Writer / Proscalar, LLC
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